This document discusses mobile app usage trends based on analytics from Flurry. Some key points:
- Flurry tracks over 1.1 billion devices and 110 billion sessions per month across various mobile platforms.
- 80% of users' time on iOS and Android devices is spent in apps rather than mobile browsers. Games are the most popular app category.
- App usage is spread throughout the day in the US, not concentrated at traditional primetime hours.
- The app stores now offer over 1 million apps each, up dramatically from just a few years ago. It takes significant new users to reach the top app charts.
- On average, the retention rate for top apps is around 50% after 30 days as
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Quality Over Quantity - Mobile Users Mater | Jarah Euston, Flurry
1. August 2013
Quality Over Quantity: Mobile Users Matter
Jarah Euston, Director of Analytics
@jarahk
2. 120,000
350,000
App Developers:
Live Applications:
Flurry Analytics
iOS, Android, BB, WP, HTML5
1.1B +Devices per month:
110BSessions per month:
AppCircle Ad Network
Engage mobile consumers: iOS, Android
6,200App Developers:
350MDevices per month:
3M +Daily Completed Views
Flurry Is a Leading App Measurement & Advertising
Platform
3. `
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Other, 6%
Source: Flurry Analytics, comScore, NetMarketShare
It’s An App World. The Web Just Lives in It.
Time Spent on iOS & Android Connected Devices
4. In the US: Primetime Is Almost all The Time
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
12:00
AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment
Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Average Time Spent on iOS Devices- US Only
5. iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
2 20
80
200
250
350
460
600
675
800
1000
28
160
250
400 425
500
600
650
700
800
900
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
6. It Takes Work to Make it to the Top of the Charts
To achieve an App Store
ranking of at least:
Minimum new users
required
Average new users
required
Maximum new users
required
1 190,000 281,000 372,000
5 145,000 170,000 194,000
10 75,000 83,000 90,000
15 59,000 65,000 70,000
25 44,000 48,000 51,000
50 39,000 41,000 43,000
100 25,000 26,000 27,000
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20,
2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users
required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second
and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).
7. Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29282726252423222120190 1 18171615141312111098765432
Days Since First Use of App
UsersRetained(%)
Note: Churn based new users acquired from January–May 2013; Metric is calculated as the average of the top 1000 apps by Monthly Active Users tracked by
Flurry
24%
After 30 days, ~50%
of users are no longer
active
11. Cohorts:
Segment based on acquisition date
Usage Level:
Define heavy, regular & infrequent users
Events:
Segment based on actions users complete
Demographics & Geography:
Age, gender, language and more
Acquisition Source:
Segment by channel & campaign
Use Segments to Identify Your Audience
Segment Your Audience Your Way
12. Usage of The 25-34 Millennials- Males VS Females
-100%
-50%
0%
50%
100%
150%
200%
250%
Sports, Health &
Fitness
Music, Media &
Entertainment
Lifestyle & Shopping Social &Photo
Sharing
Utlities & Productivity News &Magazines Games
FEMALES
MALES
How Young Adults Index Against All Age Groups- Gender Cut
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
13. Example: Create Events for Purchase Funnel Steps
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT1 2 3 4
14. Example: The Booking Purchase Funnel
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT
19. Options for Paid Mobile Marketing
ENGAGEMENT
Display – Banners & Interstitials
Video
Rich Media
Branded App
Promotion
Brand Integration
INVESTMENT
ENGAGEMENT
20. Quality, cost and value indices
Range of Options for User Acquisition
Source: Flurry Analytics
Quality index
Cost index
Value index
Note: All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user
1.0
0.2
1.6
1.0
1.5
0.8
CPC CPI (Incentivized) Video
2.1X1.0X 0.1x
21. Whatever the Unit, Track Performance
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User
Quality
Shared on
FB
Made
Purchase✔
3. Optimize
Acquisition Budget
4. Analyze Long-
Term Performance
This overcrowding increased the competition for consumers. There has beenan explosion in the number of apps across Android and iOS. Today, there are over a million unique apps to choose from. With this kind of competition for shelf space and consumers, no wonder discovery is top of mind for every developer around the world.
Recently, Flurry examined key loyalty metrics for a wide range of apps. PEEL the ONION on the games category. Examine GENRESHow do METRICS differ? WHO is playing each?
ROI cycle powered by analyticsFirst measure your audience and your channelsFrom that data, identify your most valuable or “power” usersThis gives you the information to acquire more users who look like your power usersMeasurement after the fact informs the impact and changes for next timeSounds great, how do we tactically implement and institutionalize something like this?
New Update 8.7 v2
Flurry Ad Analytics gives you full visibility through Post-Acquisition, so you can maximize ROI on your acquisition spend1. Know the source of every new user2. Quickly see the quality of users delivered by each acquisition source3. Easily compare channel and campaign performance to optimize your acquisition budget, Ex: Increase spend in Channel 34. Use Flurry Analytics to get a deeper understanding of the users each channel delivers and tune your marketing plan, Ex: Remove Channel 1 because Channel 2 delivers the same audience for less
ROI cycle powered by analyticsFirst measure your audience and your channelsFrom that data, identify your most valuable or “power” usersThis gives you the information to acquire more users who look like your power usersMeasurement after the fact informs the impact and changes for next timeSounds great, how do we tactically implement and institutionalize something like this?
